Milwaukee adult contemporary station WLDB-FM (93.3) went all-Christmas, all the time Tuesday night.

Believe it or not, it was later on the Yule button than last year.

In 2017, WLDB was the first station in Milwaukee to switch to an all-Christmas format when it made the jump on Nov. 8. Like this year, the ho-ho-ho format came several days before downtown Milwaukee's annual Holiday Lights kickoff, which is Thursday.

WLDB's on a roll, Christmas-wise. The station also was first to switch to holiday music in 2016.

For years before that, several stations, including oldies station WRIT-FM (95.7), vied to be the first to flip the switch to Santa's music. Some years, the Yule music arms race led one station or another to start the format as early as Halloween.

But in recent years, WRIT, which was one of the more aggressive players in the contest, has been the Milwaukee market's audience-share leader — until WTMJ-AM (620), riding the Brewers' playoff dash, top the No. 1 spot last month. That made rushing to a Christmas "stunt" format less urgent.